One In / One Out in Broadcasting UGC

Bbc_threeit’s farewell to the blobs as the Beeb unveils a new look for BBC Three.  the world has changed a fair bit in the five years since it was rebranded from BBC Choice, and the relaunch – at the heart of which is a philosophy that content will be available anytime, anyplace, anywhere – reflects this new world of 360 degree commissioning as well as UGC vs corporate-generated content.

one of the most intriguing elements is the BBC’s ambition to establish content partnerships in "the places
where our audiences spend time" with the aim of making the channels online presence
"the hub of a vibrant network of conversations across the web" (quoting Smon Nelson as reported by Digital Spy via Broadcast magazine, click here for more).  what these places are remains to be seen but Mediation suspects that the likes of Facebook and YouTube may be getting a call soon.

UGC remains for many in TV a topic of the day, and as such the channel will also be calling on viewers to send in clips of themselves introducing
programmes and talking about the channel.  get to those webcams!

the announcement comes hot on the heels of the news that MTV is to drop it’s user-generated content channel MTV Flux.  no reason seems to have been given but no doubt ratings played a part.  there’s an interesting perspective for comms planning and advertising here – namely the importance of channel context…

there are strong embedded expectations of what content you’ll be consuming (and how you’ll be consuming it) when you’re engaged with a particular channel…  despite convergence (of content not necessarily hardware remember), watching TV remains fundamentally different from interacting online.  not matching these expectations may have been the death knell for Flux as a stand-alone TV channel…  the fact that the Flux and it’s community of contributors will live on – integrated into the other channels in the MTV portfolio as well as online – signals that UGC and CGC can sit alongside, but it’s a marriage that has to be carefully managed, a lesson that BBC Three may soon come to learn.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s